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State of Inbound Study• Survey conducted in Jan 2012• 972 marketing professionals
SEO Blogging Social Media VS. EmailTelemarketing Direct Mail Trade shows 4
Agenda 1 Marketing costs & budgets 2 Lead quality & sales 3 What’s important to marketers?
1 Costs & 2012 Budgets
How much is your averageCOST PER LEAD?
Inbound Consistently Yields Lower Cost Leads
Blogs cited as least expensive
Trade shows ranked as most expensive
The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.Marketing ProfessionalProfessional Services/Consulting26 to 50 Employees
Direct mail is very expensive and ineffective for new leads.Marketing ProfessionalHardware Technology11 to 25 Employees
89% are maintaining or increasing theirinbound budgets
Increases Driven by Past Success;Decreases Driven by the Economy
Budgets Shift to Inbound
Budget Growth within Inbound
Outbound Budgets Remain Stagnant
SMALL V. BIGBUSINESSES
Small Businesses Level the Playing Field
2 Lead Quality & Sales
Inbound converts leads into customers Data pulled from analytics tracking of a sample of over 1,000 HubSpot customers.
Social Media & Blogs Generate RealCustomers
The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.Marketing ProfessionalManufacturing Industry201 to 500 Employees
Blog Frequency and Customer Acquisition
70% of Businesses Blog At Least Weekly
Facebook Is More Effective for B2C; LinkedIn Is forB2B
LinkedIn is the best social media channel by far for us as we are in B2B… Facebook is not getting much traction.Marketing ProfessionalHardware Technology11 to 25 Employees
3 What’s important to marketers?
Which sources ofleads have becomeMORE important toyou over the lastsix months?
Social Media & SEO Growing in Importance
Direct Mail Declining in Importance
This past year we spent a few hundred dollars on a door- hanger marketing piece and got no response—at all.Business OwnerProfessional Services/Consulting1 to 5 Employees